首頁 / 雜誌 / 產業與管理論壇 / 202003 (22:1期) / 古坑咖啡公司:如何拓展高端咖啡市場?
中文篇名

古坑咖啡公司:如何拓展高端咖啡市場?

英文篇名

Gukeng Coffee Company: How to Expand into the High-End Coffee Market?

作者

傅鍾仁黃瓊瑤

中文摘要

策略是如何做生意、競爭、吸引和滿足顧客以達成其目標的指導計畫,但策略的選擇與執行,往往需在市場資訊與產業競爭態勢皆不明確的情況下做一連串的決策。本個案以古坑咖啡公司徐總經理夫妻面臨之「拓展高端咖啡產品市場」決策問題為例,探討如何藉由商業模式圖與策略核心三要素的管理工具,建構新產品的商業模式與發展策略,以擴大其兼顧咖啡農、消費者及企業三方的共創價值模式,更落實推廣台灣優質咖啡的目標。本個案有助於:(1)面對策略決策的動態性與模糊性決策問題,如何運用商業模式圖以掌握營運現況;(2)瞭解策略診斷、選擇指導方針及發展配套的行動方案之步驟;(3)透過商業模式圖之分析,更周延地構思其新產品的營運模式,且能配合資源條件變化而適時動態調整。

英文摘要

Strategy is a guiding principle of how to do business, winning competition, attracting and satisfying customers to achieve their goals. However, the choice and implementation of strategies often requires a series of decisions under market information asymmetry and uncertain industrial competition. Using the case of expanding into the high-end coffee market which faced by the founders of Yunlin Gukeng Coffee Enterprise, this study explored how to construct a new product business model and development strategy through the business model canvas and the three core elements of the strategy. This case study also examined how this value co-creating model, which is focused on the three sides of coffee farmer, consumer and enterprise, was able to achieve the goal of promoting Taiwan’s good coffee. Through the discussion of this case, students can learn: 1) to apply business model canvas to identify the current operating status; 2) to understand the steps of strategic diagnosis, select guidelines, and develop action plans; 3) to become more thoughtfully on conceiving the operating model of its new products through business model canvas analysis, and is able to dynamic adjustment timely in response to changes in resource conditions.

關鍵詞

共創價值商業模式動態競爭策略新產品發展value co-creatingbusiness modeldynamic competitive strategynew product development

刊名

產業與管理論壇

期數

202003 (22:1期)

起訖頁

072-089

出版單位

工業技術研究院產業科技國際策略發展所

DOI

10.3966/199582342020032201004  複製DOI   DOI查詢

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